- Paperback: 308 pages
- Publisher: Copy Workshop; 2nd edition (September 30, 2006)
- Language: English
- ISBN-10: 1887229280
- ISBN-13: 978-1887229289
- Product Dimensions: 1 x 8 x 10 inches
- Shipping Weight: 2.2 pounds (View shipping rates and policies)
- Average Customer Review: 5.0 out of 5 stars See all reviews (12 customer reviews)
- Amazon Best Sellers Rank: #665,026 in Books (See Top 100 in Books)
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The Book of Gossage 2nd Edition
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Top Customer Reviews
Gossage was a fascinating man, with a fascinating life, who did incredible advertising.
Gossage, was a copywriter who emerged in the 50s and 60s. A copywriter with a social conscious who eventually started his own agency and officed in a Firehouse in San Francisco.
He introduced the world to Marshall McLuhan, helped start Friends of the Earth, and was instrumental in a number of other socially aware organizations that emerged in the sixties. He was in many ways the anti-ad man, a writer who frequently used humor to great advantage, poking fun at the products he advertised, and probably can be credited with introducing the idea of using humor as a sales tool in advertising.
Unfortunately, he died in 1969 from leukemia, but his influence lives on in advertising to this day. After this book was published, Howard Gossage was essentially rediscovered and he was named one of the Top 100 Ad People of the Century (20th Century, that is).
If you are involved in creative advertising, read this book. Heck, put it under your pillow and sleep on it. Maybe osmosis actually works.
Famous campaigns he's responsible for include Pink Air, Eagle Shirtmakers, Whiskey Distillers of Ireland, and Beethoven Sweatshirts. His print ads take almost a direct mail approach with a coupon or survey often ending them. He can get away with this because the writing is fantastic. I'm really impressed with the conversational style and tone he uses for his clients. This makes sense, even reputable authors like John Steinbeck and Tom Wolfe liked to hang out with this "ad man."
The book covers a ton of ground so pick and choose topics from the table of contents. The introductory sections paint an interesting picture of the man. I enjoyed hearing about his habit of shades drawn working-tricking your brain into thinking it's dark out. I do that sometimes.
Most Recent Customer Reviews
Advertising, philosophy, psychology, aesthetics, linguistics, and just about anything your pretty mind needs to enrich the appreciation of life. Read morePublished on May 19, 2014 by Patrick Scullin
“The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it's an ad.” - Howard Luck GossagePublished on February 27, 2013 by Mike Ronkoske
This book was recommended to me by a senior copywriter friend I met at an ad agency we worked at together.
It is quirky and strange, but a very interesting read. Read more
I respect Howard Gossage and his work. A fascinating man. Timeless. Just a great collection of essays. Very creative. A great resource for any business.Published on April 3, 2009 by Amazon Customer